Business Communication: Sustainable CSR Approaches Report Analysis

This report delves into the realm of business communication, exploring the critical role it plays in fostering mutual understanding and driving business benefits. It examines sustainable approaches to business strategy and management, emphasizing the importance of ethical operations and stakeholder engagement. The report analyzes the Corporate Social Responsibility (CSR) strategies employed by organizations of varying sizes, including micro-enterprises like Paper to Pearls, SMEs such as UKFast.Net Ltd, and large corporations like Vodafone. It provides an in-depth analysis of the CSR approaches, highlighting the similarities and differences in their implementation. The report also discusses the impact of internal and external factors on sustainable business practices, such as profitability, government regulations, and investor expectations, as well as the CSR pyramid and how businesses can implement these strategies. This analysis provides a comprehensive understanding of how businesses are adapting to meet the evolving demands of stakeholders and the environment.

Foundations of Business
Communication

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Sustainable approach to business strategy and management.......................................................1
Analyses of different approaches to CSR of Micro, SME and Corporate business....................5
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Business communication is the process of communicating the purpose of business
transactions for ensuring mutual understanding and business benefits. In order to build
collaborative relationship with the stakeholders in the organisation Communication is helping
out as it is the practice of managing a firm's impact over people, planet, and profit of the
organisation so that all three can prosper in the future in an effective manner. Business is
required to provide transparent information that can build trust of the shareholders and
stakeholders. CSR activities of the business also attract customers and helps in increasing the
efficiency of the business(Unit, 2015). Report will include sustainable approach to business
strategy and management that business is using in order to operate ethically. Further three
organisations have been taken to analyse the different approaches to CSR of Micro, SME and
Corporate business. Report also analyses the similarity and difference of approaches that Small
business Paper to pearls, Medium business UKFast.Net Ltd and large Corporate business of
Vodafone of UK use. Paper to pearls is a small scale non-profit based organisation that works
with women in order to create jewellery by rand-rolling beads from recycled paper and sells the
jewellery in US and all over the world with the help of the retailers. UKFast.Net Ltd is a Medium
sized business that owns and operates its data centre complex in Manchester, UK. It basically
known for managed hosting, cloud services and co-location. Vodafone Group Plc is a
multinational telecommunications headquarter in London and operates globally(McWilliams,
2015).
Sustainable approach to business strategy and management
Sustainable development is an approach to grow and develop the business and manage
natural, produced, and social capital for the welfare of their own business and also future
generation(Tang, Gallagher and Bie, 2015). For the business enterprises, sustainable
development means adopting business strategies and activities that can meet the needs of the
enterprise and its stakeholders in order to protect, sustain and enhance the human and natural
resources that will be needed in the future. This helps the company to prove corporate citizenship
of the company. Sustainable approach to business strategy and management are as following:-
 There are many businesses that are working to reduce waste and money related to energy
and materials used by the firm in daily operations of the business. For example many
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restaurants in UK like KFC is now reducing the packaging that helps in reduction of
wastes and also reduce the cost related to packaging.
 Firms are also using different strategies to lower down the legal risks. For the same
organisations are using safety features in there firms to protect the people from
environmental disasters(Olayemi, Heckroodt and Kevin, 2018).
 Various organisations like Nestle have developed there brands in such manner that they
are differentiable from other famous brands in market due its social welfare programs and
that results in customers awareness towards the product with respect to sustainability.
 Now a days customers are having concern about the impact of product they are using on
environment, so companies are improving the image in eyes of the customers by showing
their concern towards the environment and providing sustainable products and services to
the customers. Organisations are using Six sigma for improving current processes,
product and services by eliminating various defects. In this way quality control in
manufacturing can be there(Rizos and et.al., 2016).
 There are some internal and external factors that influence the organisations to go with
the sustainable approaches. The internal factor is to increase the profitability of the
business. Management and employee's engagement plays a significant role in sustainable
business practices as they are also interested to bring some benefits to the society as it is
the right thing to do(Sánchez and Benito-Hernández, 2015). External factors that
influence the business to become more sustainable is government laws and investors
expectations.
 Organisations have started adopting social and environmental prerequisites in their
practices. Not only this companies are also working on employees development by
providing them good working environment where they can retain for long period. Open
communication channels are provided that allow the employees to share there ideas for
making an effective decision for the growth of the firm(Lee, Herold and Yu, 2016). This
motivates the employees and they feel like owners of the firm and this results in retention
of the employees.
 Organisations also work on innovation that is another sustainability strategy. By focusing
on future changes firms are coming up with different technology that can reduce the
waste and can provide safety for the employees. Capital resources are also get saved with
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the help of innovation. Operations of the business are developed in such manner that it
affects the society and environment at less possible manner(McWilliams, 2015).
Organisations in order to have sustainable business strategies and management have to
give importance to its social responsibilities. Business have to follow the CSR pyramid in order
to manage the sustainability in the company.
Another approach implied by firm to manage sustainability is Carroll's CSR Pyramid.
Carroll's CSR Pyramid:-
It is a framework that features the importance of social responsibilities in the
organisation. The features of this pyramid are as follows:-
 It analyse that CSR is the foundation of profit and for every organisation profit comes
first so businesses must have its focus on different CSR activities of the business.
 Business also have to ensure that they are following the laws and regulations or not.
Following laws and working ethically can increase the efficiency of the business.
 Before considering Philanthropic options, It is duty of the business to concentrate over its
ethical duties. Figure:-1
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Illustration 1: Carroll's CSR Pyramid

The four responsibilities that pyramid display over business are:-
 Economic:- There is Economic responsibility of business over the society that permit it
to be sustained. Society is having expectation to have a sustainable business and this is
possible if firm is having enough resources for taking its business operations ahead.
There is a believe in society that business will be providing the goods and services that
are in actual needs and in return it allows the business to make profits. Firms that are not
successful in economic sphere may loose its foundation as economic responsibility is the
baseline of business(McWilliams, 2015).
 Legal:- There are some rules and laws that business have to follow in order to operate the
basic function of the organisation. Business have to be run in an ethical manner by
following the respected rules and regulations that results in fair business practices in the
organisation. Business have to follow the government laws in order to work with legal
practices. Fulfilling the legal obligations to stakeholder is also the responsibility of
company and have to provide goods and services that meet minimal legal requirements
like following health and safety law, giving minimum wages to the employees(Pérez,
2015).
 Ethical:- Society is having believe that following the laws are essential but it is not
sufficient to run a business in an effective manner. Expectation is that business have to
operate their daily affairs in ethical manner(Schaltegger and Burritt, 2018). For the same
business have to follow some norms and standard of business practices. Business have to
conduct their operations very fairly irrespective of considering whether guidance are
provided by the law or not. Organisations also have to recognize and respect the new
norms that society is adopting and these norms not have to be compromised in order to
achieve business goals. It is responsibility of the business to act morally and ethically by
treating the working employees and suppliers of the business as part of there enterprise
and giving them all the rights that are set by the government like providing flexible
working hours, holidays and minimum wages.
 Philanthropic:- It is normally not expected from businesses but is everyday expectation
of the public that the business have to give back what they are taking from the society.
This can be in form of donations, making schools, hospitals etc. There are many
organisations that are gifting the society some monetary resources, products and services,
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Developing the community etc. For example Microsoft is transforming education by
providing free software to students and teachers.
From the above pyramid it is been seen that there are various economic responsibilities
that are required by society that is to be profitable(Pérez, 2015). Legal responsibilities that is
required by society is to obey the laws and regulations. Ethical responsibilities that are expected
by society is to avoid harm and do fair things. At last Society is having desire that business
comes up as good corporate and believe to give back what it has taken from the society and
environment.
Analyses of different approaches to CSR of Micro, SME and Corporate business
Organisations are using different approaches related to CSR with respect to its size.
Basically CSR is related to the large corporate organisations but it also helps the small
businesses if used in correct way. Basically CSR approach used for Micro business is to have
focus over ethical business practices of the firm(Verma, 2016).
Micro Business:-
A US based micro enterprise Paper to pearls is a non-profit based organisation that works
with women in order to create jewellery by rand-rolling beads from recycled paper and sells the
jewellery in US and all over the world with the help of the retailers. 75 to 85% of the sales
directly benefits the women in order to purchase food, medicine and schooling of their children.
Company is using following approaches to CSR activities:-
 Company is small in size that is the reason it uses Defensive approach that is it follows
the laws and work ethically by having a transparent business.
 Company is valuing its community members and giving back to communities by
participating in civic activities in order to help the women who are working with them.
 They are working with there honesty and are very open without having any pressure from
the stakeholders(Unit, 2015).
 Paper to pearls maintains a family like culture where things are transparent with all the
members working with the firm. This is leading to loyalty of working women, although
turnover is less but collective knowledge is high.
 They are using recycled materials to prepare their jewellery and preserving the natural
resources by operating different recycling programs.
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SME:-
UKFast.Net Ltd. Is a business to business hosting company of UK that manages the
hosting, cloud services etc. Company is using following approaches to CSR:-
 As Company is Medium size that is the reason it is using Accommodative approach that
is having concern over legal terms and providing its employees basic rights like flexible
working, health and safety etc. Company also become active with respect to different
communities and work for there welfare(Lee, Herold and Yu, 2016).
 Company is giving its 5,000 hours to charitable causes. Every team member is give
opportunity to take a day out to support disadvantaged children.
 Company is organising awareness campaigns about child nutrition and CEO of the
company have donated £5 million for many such programs and also giving financial
donations to the needed people.
 They are also providing basic needs to there employees so that they can live a good life.
 Company is supporting holiday hunger program and free school meals are provided to
more than 76,000 children. They are conducting summer club that is bridging childcare
gap and holiday hunger and delivering 18,000 meals throughout the summer(Unit,
2015).
Corporate business:-
Vodafone Group Plc is a British multinational telecommunications founded by Ernest
Harrison in the year 1991 and having its headquarter in London and operating globally.
Company is using following CSR approaches:-
 As company is having large scale business that is the reason it is using Proactive
approach that is Vodafone is having advance planning and they take actions before any
complaints are made.
 Company is working to reduce the Green house gases emission by 40% and to purchase
100% electricity it uses fro renewable sources. There target is to achieve it till 2025.
 They are also giving priority to diversity and equality and are working legal rights of the
employees(Verma, 2016).
 Company is saving energy and also cutting back on paper usage. Reusing the old network
equipment and handsets wherever possible. They are recycling as much as possible.
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 They are funding to help vulnerable people in terms of safety and health.
Similarities between the Companies:-
 All are working for the social welfare of the people working in the organisation and also
to the society.
 All these organisations' provide transparent information not only to their customers but
also their employees. This helps in bringing loyalty of the employees towards the firm so
that they can retain for long period.
 All the companies are law abiding and does not indulge in any illegal or unethical
activity. This helps in an effective management of the daily operations of the business.
 Each company follows ethical way of doing business and have a certain set of values and
culture that is also followed by all the employees(McWilliams, 2015). All are having
some reputation in the market due its its social activities.
Difference between the CSR approaches of Small, medium and large enterprises:-
Paper to pearls UKFast.Net Ltd Vodafone Group Plc
 Company is using
Defensive approach as
it is a small enterprise.
 Their major focus is
over legal and
transparency of the
business. They work on
ethical consideration of
the business(Pérez,
2015).
 Financial donation is
less as company is
small.
 UKFast.Net Ltd uses
Accommodative
approach as its is
medium size business.
 Company focus is over
Legal considerations
but also work on
employees rights. They
provide flexible
working to the
employees and focus
on their health and
safety.
 Financial donation is
more as compared with
paper to pearls.
 Vodafone is a large
firm so it uses
Proactive approach.
 As it is a large
organisation it is
having a huge CSR
framework. Company
is working in all
possible directions that
is working on
employees rights,
giving donations,
saving energy, working
to reduce effect of
green house gases etc.
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 Donating huge amount
to social welfare
programs.
CONCLUSION
From the above file it can be concluded that it is imperative for every company to follow
CSR activities and it does not matter even if it operates at small, medium or large scale. The
report emphasised on the working of companies like Paper to Pearls, UK Fast Net and Vodafone
UK. Moreover, the Carroll's CSR pyramid includes four responsibilities like economic, legal,
ethical and on the top philanthropic, following of these responsibilities will not only help a
business to fulfil their social obligation but also help in establishing their brand image and
increase their market share. Although, the micro, medium and large scale companies may follow
different approach to fulfilling their corporate social responsibilities but their end goal is always
the same. The report also included the similarities between the companies and their work culture
ethics. Thus, at the end it can be stated that it is not only ethical but also legal to follow the CSR
activities and if any business fails to follow it then they might have to face legal consequences
and would also affect their overall profitability.
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REFERENCES
Books and journals
Lee, K.H., Herold, D.M. and Yu, A.L., 2016. Small and medium enterprises and corporate social
responsibility practice: A Swedish perspective. Corporate Social Responsibility and
Environmental Management. 23(2). pp.88-99.
McWilliams, A., 2015. Corporate social responsibility. Wiley encyclopedia of management,
pp.1-4.
Olayemi, A.A.M., Heckroodt, S. and Kevin, S., 2018. Corporate Social Responsibility (CSR) in
Islamic financial Institutions: the Shariah Adoption and Standardization, UAE and
Malaysian Model. In The Name of Allah, The most Beneficent, The most Merciful, p.43.s
Pérez, A., 2015. Corporate reputation and CSR reporting to stakeholders: Gaps in the literature
and future lines of research. Corporate Communications: An International Journal. 20(1).
pp.11-29.
Rizos, V. and et.al., 2016. Implementation of circular economy business models by small and
medium-sized enterprises (SMEs): Barriers and enablers. Sustainability. 8(11). p.1212.
Sánchez, P.E. and Benito-Hernández, S., 2015. CSR policies: effects on labour productivity in
Spanish micro and small manufacturing companies. Journal of Business Ethics. 128(4).
pp.705-724.
Schaltegger, S. and Burritt, R., 2018. Business cases and corporate engagement with
sustainability: Differentiating ethical motivations. Journal of Business Ethics. 147(2).
pp.241-259.
Tang, L., Gallagher, C.C. and Bie, B., 2015. Corporate social responsibility communication
through corporate websites: A comparison of leading corporations in the United States and
China. International Journal of Business Communication. 52(2). pp.205-227.
Unit, B., 2015. Corporate social responsibility.
Verma, P., 2016. Strategic Integration of authentic CSR, Spiritualism & Integrated marketing
Communication: Farsighted Foundation of Emerging Economy. International Journal of
Marketing and Technology. 6(4). pp.60-76.
ONLINE
Carroll's CSR Pyramid. 2018. [ONLINE]. Available.
Through<https://www.tutor2u.net/business/reference/carrolls-csr-pyramid>
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